Social Media Usage Patterns: A Comparative Qualitative Study of Three Ethnic Groups

Social Media Usage Patterns: A Comparative Qualitative Study of Three Ethnic Groups

The existing literature on social media usage has often overlooked the nuanced differences in how various ethnic groups engage with digital platforms. Previous studies primarily focused on broad usage trends without addressing the specific cultural factors that shape social media behaviours among distinct communities. The primary aim of this study is to investigate the impact of cultural factors on social media usage patterns within diverse ethnic communities. The objectives include: (1) to examine the differences in social media usage frequency, preferred platforms, and purposes of use among three ethnic groups, and (2) to analyse how cultural characteristics influence digital interactions. The study is guided by Functionalism theory, which posits that social media serves to meet cultural needs. This theoretical framework helps to elucidate how cultural characteristics, such as gender roles, privacy attitudes, and digital literacy, shape social media usage patterns among different ethnic groups. Regarding methodology, the research employed two research stages. The first stage involved in-depth interviews to gather context-specific insights from participants. The second stage utilised the multiple case study methodology, allowing for comparative analysis of social media usage patterns across the three ethnic groups. The study highlights that cultural identity plays a crucial role in shaping digital behaviours, with distinct preferences emerging for content consumption and engagement across the ethnic groups studied. The research offers two key theoretical contributions: enhancing social media studies and enriching cultural and ethnic studies. It highlights the critical influence of cultural factors on social media behavior by examining White Australians, Arab Australians, and Indian Australians. This focus reveals distinct usage patterns and the cultural nuances behind them, creating a theoretical framework for understanding the relationship between culture and digital behaviour. The research suggests that marketers and social media developers should consider cultural factors when designing platforms and content strategies. By tailoring features to accommodate the diverse needs of ethnic communities, practitioners can enhance user engagement and foster a more inclusive online environment.

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